Join Anthony Kennada, Gainsight CMO, and Heidi Bullock, Engagio CMO, to learn how to develop a winning post-sale customer experience to keep your customers happy and coming back for more. We’ll discuss how Customer Success and Marketing teams can work together by owning parts of customer journey to deliver value, increase retention, and generate revenue. Additionally, we will outline how to structure your organization for success, leverage technology to understand customer health and engagement, and deepen relationships with the right programs and processes.
Attend to learn how to:
– Think beyond acquisition and focus on the post-sale customer journey
– Put long-term customer strategies in place for growth
– Gain insights into customer behavior and health through technology
– And much more!
20. @akennada @HeidiBullock
Process
Teams are less incentivized on post-sale.
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Challenge 1 – poor process
44% of companies admit
they focus more on
customer acquisition than
customer retention.
This needs attention as
well!
25. @akennada @HeidiBullock
Define Clear Plan for Teams
• Plan of Record (POR)
– Define for upsell/cross-sell
– Marketing contributes x% to pipeline
– Partner or Channel contributes y% to pipeline
– Sales contributes z% to pipeline
• Look at how teams are compensated
26. @akennada @HeidiBullock
Define Your Model and Stages
Marketing and ADRs Sales Customer Success
Define stages, clear handoffs and service level
agreements. Ex: MQAs for different products
(product MQAs).
27. @akennada @HeidiBullock
Who Runs Up-sell/X-sell Programs?
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Ideal Customer Profile
Identified – applies to
customers too!
Have an account
foundation/reportin
g
1.
Understand
account behavior
(engagement and health)
2.
Now decide
on program
tactics
3.
Run personal
‘plays’
4. 5.
Measure results
This is a simple example. In marketing, here is an example of who participates if you do not have a dedicated head for
expansion.
Marketing
Operations
Product
Marketing
Marketing +
Sales +
Customer
Success
Marketing +
Sales
Marketing +
Sales +
Customer
Success
Marketing
point
person
Help ensure
ICP is
defined.
Helps work
on
messaging.
Marketing
Operations
Does scoring of
accounts, tags in
CRM, helps with
ABM
technology.
A person in marketing – could be demand gen or field
marketing owns program –works with Sales. They need to
include Sales at each step.
28. @akennada @HeidiBullock
Technology
• Involves sales, marketing, customer
success (revenue ops ideal)
• Clear owners for technology (CRM,
marketing automation, etc.)
• Data reporting ‘single source of truth’
–Do all teams have a shared view of an
account?
–What does the customer already own?
–How happy are they?
–What communications do they receive?
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31. @akennada @HeidiBullock
Program Basics
1. Who – identify and
understand key personas
2. What – message/content for
where buyers are in their
journey
3. Where – set of channels
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32. @akennada @HeidiBullock
How can I segment?
Behavior:
• Stage
• Engagement (minutes)
• Interaction with a type of content
(product specific)
• No activity or decline in activity
• Health
Demographics/Firmographics:
• Company size
• Vertical
• Location /Geo
• Role / Type of user
• Owner of a type of technology
34. @akennada @HeidiBullock
WHAT: Have clearly defined journeys
34
PERSONA – A BUYER’S JOURNEY
STAGE GOAL AWARENESS CONSIDERATION PURCHASE ADOPTION X-SELL/UP-
SELL
ADVOCACY
BUYER GOAL I think I have a
problem
How do I fix my
problem and why
you?
What do I
need to buy?
I can I get
going fast
and be
successful
with the
product?
I like product
x, I would like
more seats, or
I am
interested in
product y.
I love the
products – I
am happy to
recommend to
others!
CONTENT Targeted ads,
blog posts,
ebooks, events,
webinars
Video testimonials,
field events, case
studies, analyst
reports
Product
video, on-site
workshops,
demos
Workshops
Online
tutorials
Product
webinars,
video
testimonials,
case studies
Early access to
new features
36. @akennada @HeidiBullock
Type of Program Accounts
Tier 1 Tier 2 Tier 3
Direct Mail – new product ‘x’
announcement
High value Post card – lower value Post-card lower value
Field Events – showcasing new
product ‘x’
Lunch and learn + dinners + onsites +
executive presence
Lunch and learn If in geography / territory ok
Tradeshows Special customer dinner No No
Personalized emails Yes Yes Yes
Database sends- (featuring new
content)
In some cases OK Yes Yes
Targeted Ads Yes + tailored content + logo Yes + industry Yes – industry
Content Syndication Yes – verticals and key companies Yes – verticals Yes -verticals
Sales outreach Yes (calling campaigns, drive attendance) Yes (calling campaigns, drive
attendance)
No
Appt Setting Yes Yes No
Contact Discovery Yes Yes No
Customer content
Custom streams
Yes (tier 1 and 2)
Customer Program Entitlements
37. @akennada @HeidiBullock
• Type & size of company –
stick with entitlements
• Products customer does
not currently own
• Role: User / Executive
• Geo
• Health and usage
• Product pages visited
• Content downloads
• Webinar attended
WHO: Demographics WHAT: Activity HOW: Education
• Drive awareness – do it
by educating,
entertaining
• Create a need
• Accelerate to purchase
Cross-sell Framework
38. @akennada @HeidiBullock
Cross-sell Program Example
Targeted ads
entire account around
new product
Email
T: Key user in buying
center
F: Sales
Direct Mail
Key
personas – delightful
item + content –
from Sales
Email
T: Key influencer in buying
center
F: Customer Success
Checklist
Package received?
Phone
T: Key user in buying
center
F: Sales
41. @akennada @HeidiBullock
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Early Stage Metrics Later Stage Metrics
1
• Coverage
2
• Awareness
3
• Engagement with key
programs
4
• Meetings
1
• Customer MQAs
2
• Opportunities
3
• Pipeline
4
• Impact/ ROI
Tip 1: Measure at different points in time
42. @akennada @HeidiBullock
Type Metric Description
Accounts Engagement
Am I creating and deepening
relationships with my target accounts?
Journeys Outcomes
How do accounts move through their
buying journeys towards the outcomes
(pipeline, revenue) we care about?
Programs ROI
What is the marketing return on
investment on my programs (multi-
touch attribution)?
The Framework for Account Analytics
43. @akennada @HeidiBullock
Early - Engagement
Are the right people at the account spending time with your company,
is that engagement going up over time?
45. @akennada @HeidiBullock
Create Goals to Measure ROI
Helps us understand WHERE we should
be investing. Want the best return
possible. 10x is our goal. Have regular
meetings to review results.
Program Investment Expansion
Pipeline
Created
Return
Field event A $10,000 $50K 5x
Field event B $20,000 $200K 10x